If there’s one thing that cell phone manufacturers love, it’s that they adorn themselves with brand names from the photo industry.
A year ago, OnePlus was introduced and announced a collaboration with Swedish company Hasselblad. Sony Mobile has a partnership with German Zeiss. Nokia has the same. Huawei entered into a partnership with Leica, but just ended it. The brand name will not be left vacant for long. Now Xiaomi and Leica Camera have joined forces to create better portable cameras. The first so-called flagship phone, which will be the result of the collaboration, will be launched this summer.
An image of the camera hardware of the new phone, which after all signs of the sun will be called the Xiaomi 12S, has been leaked with the Leica logo in place.
The two companies say that, as premium global brands, they look forward to a long-term cooperation together.
Whether both partners will achieve something that tastes of progress beyond the ordinary, it may be wise to include it with healthy skepticism. Often this “brand search” is a way to decorate the bridge with more than just real injection technology.
But with all that. The CEO of Leica Camera AG, Matthias Harsh, may be right when he claims that:
– We are convinced that the first jointly developed pioneering photo smartphone makes the pioneering progress of the two companies evident. We want to give consumers in mobile photography exceptional image quality, classic Leica aesthetics, and unlimited creativity, and we will open a new era of mobile photography image processing.
As Lee Jun, Founder, Chairman and CEO of Xiaomi Group adds:
– This cooperation will give Xiaomi’s image strategy a huge advantage. Through collaboration, spanning from visual design to improving aesthetics, innovative technology and product philosophy, both parties face a very exciting future, he says.
we will see.
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